How Voice Search Will Impact The Landscape Of Online Marketing

How Voice Search Will Impact The Landscape Of Online Marketing

February 8, 2019

The internet plays a dominant role in shaping the way people search for information and spend their day-to-day life. When it comes to the power of the internet, it’s impossible to ignore Google and its evolving mechanism of serving its users.

As a business, it is critical to understand modern SEO components such as voice search and how it will impact the future of digital marketing. It is predicted that 50% of all searches will be conducted via voice by 2020. Before we move forward, let’s have a look at the basics:

What is voice search?

Voice search allows users to speak into a device, unlike typing, to perform a search query. Voice assistants such as Siri and Alexa use speech recognition capabilities to understand and respond to what users are saying. Voice search isn’t a brand new concept; it’s been around for a while. However, many businesses are still reluctant to realize how the absence of an effective voice search strategy can negatively impact their SEO results.

Voice search and SEO rankings

Google and other search engines are putting great emphasis on voice search optimization, as the number of online voice searches is rapidly increasing. As a business, your purpose of using SEO is to rank your website higher in SERPs so your audience can find you. What if your website isn’t optimized for voice search? You will certainly lose customers using voice to find your product or services.

There is a considerable difference between traditional SEO practices and voice search SEO. You should work towards having a balanced SEO strategy that can help you rank for both voice search and text search listings.

How voice search is different from text

Text searches are short mostly around two words, while voice search queries are longer through the tail. It’s a good approach to test longer, more voice-friendly keywords in order to optimize your site for voice. Add some question keyword phrases with filler words to your keyword list. Try to understand the intent and questions your audience is likely to search using a voice assistant.

Related: 4 Steps to Prepare Your PPC Campaigns for Voice Search

Tips to optimize for voice

Voice search is developing into a more rewarding and natural way of seeking information. The following are some of the tactics you can use to optimize your web presence for voice:

1. Content development

When developing the content strategy for your business, map questions throughout your customer journey. It will ensure your presence at every stage. From awareness and interest to purchase and customer support, organize questions into different points in the customer journey. Long-form content that is easy to read and understand ranks well in voice search.

Related: 15 Top Tips To Optimize Your Content For The Voice Search Revolution

2. Page speed

The speed of your site can be a decisive factor when it comes to SEO and user experience. According to an analysis of potential voice search rank factors performed by Backlinko, it was explored that voice search results load faster than average pages. While your audience expects quick results, your page speed is considered a mobile ranking factor. Make sure your website load time is super fast.

3. Featured snippets

Many search results come directly from featured snippets or answer boxes which show up at the top of SERP with quality answers to questions. It is important to consider that most voice searches are queries asked in the form of questions. So, create featured snippets in order to be at the top of regular search listings.

Related: How to Get Featured Snippets on Google: A Quick Start Guide


Invest in voice search optimization in order to improve the overall performance of your online marketing strategy in the future. If you focus on voice search optimization now, you will be ahead of the competition and achieve long-term brand growth in the future.

If you are not sure how to implement an effective voice search strategy to stay ahead of the curve, consult an online marketing agency which specializes in search engine optimization (SEO).

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